Some 60% of publishers in the United Kingdom are expecting the number of programmatic partnerships to rise in 2016, according to a new survey, that also shows 80% of respondents believe monetization of data to be an important part of their business.

The Association for Online Publishing’s (AOP), in its eighth Organization Census, found that search (36%) and direct traffic (31%) were the primary traffic sources for them in 2015.

The study also found that 60% of publishers responding had seen a “major increase” in the size of their smartphone audience in the past 12 months.

The number of tablet users in their audience, too, has grown, with even more publishers – 70% – saying that they’d seen the tablet audience grow in the past year.

Not one respondent said mobile has become a smaller part of their business in the past year.

“Activation and monetization of data is shown to be a key focus for publishers, who are embracing technology as well as recruiting a greater number of specialists in automated trading, data analysis, and creative partnerships with advertisers," said Richard Reeves, managing director at the AOP.

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